Discover why having a separate site for your content marketing efforts can reach a wider audience and grow your owned media empire.

1. A Better Content
Strategy
Dan Sanchez

2. We all know the playbook
Content Marketing

3. Things your ideal
buyers want to
understand

4. Things your ideal
buyers want to
understand
The knowledge of
your experts

5. Things your ideal
buyers want to
understand
The knowledge of
your experts
Your Content Strategy

6. Things your ideal
buyers want to
understand
The knowledge of
your experts
Your Content Strategy
Same old game.

7. Things your ideal
buyers want to
understand
The knowledge of
your experts
But… what happens when there is little
overlap between the two?

8. Things your ideal
buyers want to
understand
The knowledge of
your experts
Or worse!
When there is a disconnect between them.

9. What if there was a better way?

10. Things your ideal
buyers want to
understand
The knowledge of
your experts
?
What about this area?

11. Things your ideal
buyers want to
understand
The knowledge of
your experts
?
This is where your ideal buyers
attention is at.

12. Things your ideal
buyers want to
understand
The knowledge of
your experts
It’s their favorite sites, channels, events, and other
media outlets.
?

13. Things your ideal
buyers want to
understand
The knowledge of
your experts
$
You’re probably paying a ton or begging to get
featured in a few of these places right now.

14. Things your ideal
buyers want to
understand
The knowledge of
your experts
What if you owned your ideal buyers favorite media
outlet?

15. Things your ideal
buyers want to
understand
The knowledge of
your experts
How could you build that without a ton of money
and army of journalists?

16. How to Build Your Buyers Favorite Media Outlet
1 Start a Podcast
2 Interview Your Ideal Buyers
3 Build a Content Website Optimized for
Audience Growth

17. 1 Start a Podcast
2 Interview Your Ideal Buyers
3 Build a Content Website Optimized for
Audience Growth
Let’s break it down
How to Build Your Buyers Favorite Media Outlet

18. 1 Start a Podcast
Build a podcast around the topics your ideal
buyers care about.
Oh, and name it after them, not you.

19. 2 Interview Your Ideal Buyers
Invite your ideal buyers to be the guests of the
show. Make their expertise the highlight.
Sometimes add your own expertise.
Turn those episodes into blogs, infographics, and
social content.

20. 3 Build a Content Website Optimized
for Audience Growth
Feed your podcast episodes, blogs, other content
into your content site.
A content site can be positioned more broadly
than your sales site.
It can be optimized for audience growth rather
than leads (like good sales sites should be).

21. Become the WebMD of your industry.

22. Speaking of WebMD…
Why doesn’t Walgreens build their own version it?

23. WebMD’s total
operating
expenses are
$140m

24. It’s a small
fraction of
Walgreen’s $5
billion operating
expense.

25. Walgreen’s should
consider creating
a competitor and
so should you.

26. Sweet Fish is
Focused on B2B
Podcasting.

27. Yet, built a
podcast focused
on B2B Marketers.

28. Our only miss there
was that B2B
Growth could have
been more than a
podcast.
It could have been a
whole media outlet.